Consistency is the hallmark of successful brand management. Unfortunately, attaining a consistent look, feel, tone, and content across the numerous customer touch points defining the customer experience (e.g., websites, customer interactions, advertising, packaging, social networks, radio, commercials, billboards etc.) is nearly impossible. Further, Strategic Marketing Communications can be fragmented and confusing due to the sheer number of communication outlets and creative tactics used in brand building. Unfortunately, ensuring the brand elements and messaging actually enhance rather than undermine the brand voice across platforms is often left to chance.  There is an easy fix for what ails brand voice management: a written document that outlines the name, logo, and visual style of the brand, and communicates concise parameters about how to present and speak about the brand is a tool often used by managers to enforce consistency. When properly designed, this document can limit marketing practices that confuse brand meaning and undermine brand image.  For this assignment, students will select a luxury brand for which they will produce the necessary brand voice guidelines and assess current brand communications against the newly developed requirements that they impose. The information below provides instructions for preparing the required 2-page (single-spaced) report.  1.      Brand Voice Guideline (what the Brand currently has): Students will identify and interpret the (1) brand personality and (2) visual style. The investigation should include the name, logo, slogan/taglines, colors, images, and other elements that characterize the brand in the marketplace currently. Students should think about how to creatively use the limited space allotted for communicating the Brand Voice Guidelines. Follow TheWritten Expression of the Intel Brand Personality as a template for this assignment (refer to pp. 1–18 only) located in Blackboard in resources folder. (1 single-spaced typewritten page) 2.      Marketing Communications Sampling: (Is what they are wanting to portray really happening) Students will identify a sample of brand communications across multiple communication vehicles currently used by the luxury brand and then evaluate their effectiveness in supporting the brand voice. Drawing on Dolan’s (2000) discussion of major communication vehicles, students will recommend actions to correct major discrepancies between the newly compiled Brand Voice Guidelines and actual brand messaging activities. The Dolan (2000) article, “Integrated Marketing Communications,” is contained in the Blackboard in the folder titled resources (1 single-spaced typewritten page) 3. An appendix containing summary descriptive or visual content is permitted, show me what they are doing right and wrong, give explanations and visuals. (5 pages maximum)

Written Assignment #2:  Recall that Kyle and his family own a successful produce business near Whitehouse, AL, close to Hamilton.  Their produce (fresh and canned vegetables, fruits, etc.) is sold under their own label, Alabama Sunshine.    Kyle likes the small town environment of Whitehouse where business is usually done with a phone call or a handshake.  Unfortunately, Kyle is a bit too trusting, assuming that all people are as honest as he is, or tries to be. Having received the $20,000 deposit from Alabama Best Foods (recall WA1), Kyle decided that the family’s roadside market needed something to draw attention to it, like a scene painted on the front wall.   Kyle saw an ad by Pai Casso, a local painter, and contacted Pai about painting the scene.  Pai agreed to do the painting for $4,500.  Unfortunately, Pai, who never intended to paint the market but only intended to take Kyle’s money, had a reputation for not starting painting commissions or starting the work but never finishing as he had done this to several other businesses in nearby Winston County.  Pai even got his friend, James Bama, to talk with Kyle about how competent Pai was, and to explain that Kyle should not be concerned about paying Pai a commission in advance.  Upon his advice, Kyle wrote Pai a $2,000 check one week before he was to start the job.  Pai transferred the check to Clyde Caldwell in exchange for Clyde’s 1995 Ford Windstar van, which was worth $1,800.  Before Clyde had a chance to deposit the check, the local Winfield newspaper ran several news stories about Pai and the fraud that he had committed.  In the meantime, Clyde transferred the check to Bama, who then transferred it to Sal Dali.  Bama gave Clyde value for the check, and Dali gave Bama value.  Kyle was unaware of these transactions and had not read the stories about Pai in the local paper.  Putting any problems with Pai out of his mind, Kyle liked the idea of upgrading the family market and decided to purchase some computer equipment from Friendly Computer Services (FCS).  Kyle worked out the details with FCS; however, when the FCS’ technician arrived to install the equipment, Kyle realized that he was out of checks, having written the last one to Pai.  He needed to pay for the equipment and installation so he found a check that was drawn “payable to Kyle, in trust for Donald.”  Donald is Kyle’s minor nephew who periodically receives disbursements from a trust fund and Kyle is his guardian.  Kyle, wanting to get the equipment installed, indorsed the check to FCS in payment for the computer equipment and installation costs.  FCS accepted the check as indorsed and completed the installation. Kyle knew that his computer skills were lacking and that installation of the any new computer system can have glitches and would involve a learning curve, especially for Kyle and his family to get up-to-speed.  Elbert has a business in which he consults with small businesses.  Kyle contracted with Elbert to daily stop by and check on the new system, answering any questions about its operation.  Since Elbert charges by the hour and since Kyle intends to take a few days off back down at Gulf Shores, AL (to celebrate his contract with Alabama Best Food.), Kyle gave Elbert a signed check with the amount blank for Elbert to fill in based on $100/hour.  Actually, Kyle left the check on top of the computer just before he headed to Gulf Shores.  Kyle also had a check on top of the computer that had the amount of $500 filled in, but no payee and no signature.  Elbert got greedy and took the check, converting the $500 to $5,000 and signed Kyle’s name.  Then Elbert filled out the check that Kyle had given him in the amount of $4,000, rather than the $200 he had earned at $100/hour.  Elbert transferred both checks to Farley, a holder in due course, who is now seeking payment from Kyle. Three months have passed since Kyle wrote Pai Casso the $2,000 advance check and, as of yet, no paint has been applied to the roadside market.  Kyle is aware of the transfer of his check from Pai to Clyde to Bama and then to Dali.  He is also concerned about the check that he gave FCS.  And, now he is being contacted by Farley.  Since Kyle knows that you are knowledgeable in the finer points of negotiable instruments, he comes to you for guidance on these situations. Note:  As with all Written Assignments, This is to be your own work with no help offered, given, or accepted as per our Class Code of Honor. To help you organize your thoughts, I suggest that you read the fact set; decide which facts are relevant and which are merely verbiage; based on the information in Unit 2, decide which legal information is relevant to the facts; then state the relevant facts, state the relevant law, and apply the law to the facts, taking the issues one at a time.  WA has three or more main issue with related issues.  Be aware that the issues are difficult.  There are no minor issues intended in WA.  When you are ready to submit your work, attach it to WA Dropbox under Unit 2 Assessments.

CONNECTIONSCore competencies:Analytic InquiryUse of Information ResourcesThis assignment allows you to demonstrate mastery of the course outcomes :Apply communication theories to organizational communication challengesAnalyze and assess the communication dynamics of an organization to conduct a communication auditSHRM Competency:Consultation - The ability to provide guidance to organizational stakeholders.PROBLEMAll organizations have communication challenges. How do you identify and address these issues as a HR professional or consultant? How can your organization overcome this challenge and improve the communication flow?In this project, you will use a diagnostic tool called a communication audit in order to assess organizational communication within an organization of your choice.STEPS Administer the communication audit survey in your organization. In order to obtain valid results, you want to survey between 15-20 people. You may print out the survey and distribute it in person for completion, or you may administer it online, for example, using Survey Monkey or Google Forms. The survey includes questions that tap into five different areas of organizational communication: (1) Receiving information from others, (2) Sending information to others, (3) Sources of information, (4) Timeliness of information, and (5) Channels of communication. Within these five areas of organizational communication, identify one major area of concern to address based on the responses from the survey. You will then analyze and synthesize the results of the data obtained from your audit effort and create your Audit Report using the format below. Based on the communication audit identify one critical communication challenge that needs to be addressed within your organization. Research the scholarly literature for recommendations about how the organization can address this issue. Participate in the discussions by reflecting on your work and sharing feedback with others in the class. Create and deliver a presentation that provides the results of your audit with suggestions for improvement based on the data obtained from the audit and the literature on organizational communication. FORMATAudit Report:Present an introduction that describes your research methodology and provides details of the survey administration, response rate, and characteristics of the survey population.Develop a professionally-written narrative in which you describe the data using appropriate tables, charts, and graphs. Include a detailed analysis followed by a summary of your findings, using the example in the "Collecting and Analyzing Data" file below. Identify the top communication challenge from your survey, and present your recommendations to strengthen this communication challenge, based on the scholarly literature. In the appendix, present the survey questions and the responses for each question.Presentation:Your presentation should be professional and creative. Adding audio and/or visual elements on the slides is highly recommended. Text should be the proper size for viewing during a presentation. Your presentation will need title and citation slides. You must have a minimum of 3 reliable sources in your citations. Use APA format for the in-text citations you use to support your arguments. Don't forget to check your spelling! As a friendly reminder, all words must be yours and your own typing. You may not copy text directly from a sourceYou may use presentation software of your choice. Examples include (but are not limited to): MS Powerpoint, Prezio, Animoto, GoAnimatePLEASE NOTE: Your presentation software should not incur any costs. You are responsible for understanding how to use the software. You will need to submit your work in a format that can be easily opened by your colleagues and the instructor.